Signals

US – Technical outerwear brand Early Majority is launching a membership model that builds on its community-focused, ecological approach to retail. Paying members will allow the brand to meet its aims of producing the fewest number of products for the maximum possible number of uses – for a limited time newcomers will be offered the option to invest £358 ($440, €416) for a lifetime membership. Through this approach, Early Majority will also continue cultivating its community, ensuring that all products align with the circular and ethical values of its customers. Outside of the membership model, customers will be required to pay a 60% premium for garments. Here, Early Majority shuns conventional retail models to instead invest in long-term customer loyalty, and a concept that benefits both people and planet.

The brand explains: ‘Departing from the dominant industry model, we are building a business based on a growing supportive community over producing unnecessary product.’ By centring its product creation on customer feedback, Early Majority sets an example to other brands in creating community-centric models that benefit both consumers and retailers.

UK – While most dog diets conventionally rely on animal products, a recent study suggests that nutritionally complete vegan diets are healthier for dogs. To reach a conclusion, the study assessed seven general indicators of health, such as multiple visits to the vets and 22 common illnesses.

The research, published in peer-reviewed scientific journal Plos One, reveals that the percentage of dogs reported to have suffered from health disorders was 49% for a conventional diet, 43% for a raw meat diet and 36% for a vegan diet. It also found that 17% of dogs on conventional diets had four or more visits to the vet over the course of a year, compared with 9% for those on vegan diets.

While currently being sold at a premium, vegan dog food choices reflect the High-end Pets Market, yet pet care brands should continue to develop alternative food formulations that support pets while aligning with the changing values of their owners.